Big data analytics as a roadmap towards green innovation, competitive advantage and environmental performance

Big data analytics (BDA) have been emerged as an important instrument to support firms suffering from sustainability issues. BDA could enhance environmental performance of the manufacturing sector but empirical studies on it lack in literature. This research explores the role of BDA in boosting green innovation (GI), competitive advantage (CA), and EP in the Chinese manufacturing industry. A survey method was employed to collect primary data, and study hypotheses were evaluated using Structural Equation Modeling (SEM). The results showed that BDA supports in achieving CA and EP. GI and green HRM practices (GHP) positively contribute toward CA through corporate green image (CGI). This study also confirmed the mediating role of GI, GHP, and CA and the moderating role of organizational commitment (OC) and corporate green image (CGI) in the underdeveloped context of the Chinese manufacturing industry. This research contributes to the literature by introducing possible mediators and moderators between the relationship of BDA and EP. Chinese manufacturing sector needs to develop appropriate measures to combat sustainability issues and to boost the adoption of BDA.